Kumbh mela ideal for brand promotions

Kumbh Mela is one of the most preferred occasions for various national brands to undertake for experiential branding whereby brands not only engage with the masses but accomplish their respective long-term marketing objectives

Kumbh Mela is one of the most preferred occasions for various national brands to undertake for experiential branding whereby brands not only engage with the masses but accomplish their respective long-term marketing objectives by connecting with close to 10 crore pilgrims over 45 days. Exclusive budgets are being designated by the brands dedicated for such events. These days, brands are scouting for more relevant options to connect with the masses, instead of plastering signages or putting up banners.

Commenting on this change in rural advertising, Rajesh Radhakrishnan Director – Marketing & Marketing, Vritti iMedia explained, “In Kumb Mela, people come with complete religious devotion and mindset. So, it is necessary to become a part of their religious trip to gain their attention. There are different needs of different kinds of people like rest zone, mobile charging booths, and etc. Also, the government looks to build various convenience service centres for their devotees, so the corporates can build their brand presence in those areas by providing different services to the devotees”.

Services like lost and found centre, social messages, selfie zone with a temple replica, washing vans, fumigation rickshaws, changing rooms, washing zones, and public engagement and entertainment along with disaster management centres and many more are some of the aspects that open up branding opportunities.

Understanding the array of opportunities offered by such occasions, the brands have started to designate separate budgets for these melas. As Rajesh explained, “There is a lot more that brands can do than just engaging people. Such occasions provide goldmine opportunities for brands to build their recall among the target audience.”

Vritti iMedia is expecting handsome revenues from upcoming Mela, at least 20-30% more revenues compared to the previous year. “It is one most visited Kumbh Melas as Allahabad is considered one of the holiest cities and so brands are always eager to this Mela to cater to lakhs of crores of audience”, Rajesh shared.